Impact of Marketing Mix Elements on Satisfaction: Mediating Effect of Brand Awareness

Abstract

Satisfaction of the consumer has been an extremely important focus area for researchers, academicians and business professionals. This study examines the impact of marketing mix elements on brand awareness and satisfaction. It also studies the effect of brand awareness on satisfaction. It further explores the mediating effect of brand awareness on the marketing mix elements and satisfaction. The state of Punjab (India) comprises the universe of study. Convenience sampling has been used to collect data from 350 consumers of durables market. Regression analysis has shown a positive relationship between marketing mix elements and brand awareness. It has been found that marketing mix elements predict satisfaction. Brand awareness has also been seen to be significantly related to satisfaction. A mediating test has shown that brand awareness partially mediates the effects of marketing mix elements on satisfaction.

Keywords: Brand, brand awareness, consumer satisfaction, mediation, product, price, promotion, place